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From The Mobile Indian
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Mumbai, November 6, 2012
STAR India, the nation's No. 1 Entertainment Network, takes brand STAR beyond television through its association with ‘Smaaash Inspired by
Star'. Smaaash is a sports-based entertainment centre with cricket at its core and stands for active entertainment. It is a fully immersive and an addictive experience, which will provide the audiences an opportunity to play cricket LIVE. The centre is promoted by Shripal Morakhia, the erstwhile promoter of SSKI & Share Khan. Cricket icon Sachin Tendulkar is also associated with this unique venture.
"Star has always stood for thought leadership and with 'Smaaash - Inspired by Star' we take brand Star beyond television to create an immersive entertainment experience for audiences." Uday Shankar, CEO of STAR India, said.
Star is proud to be associated with "Smaaash" which is the largest aspirational, immersive, recreational destination in India. The centre, spread over 24,000 sq. ft. at Kamla Mills Compound, Lower Parel, is in line with Star's promise of inspiring and entertaining audiences and will help bring this promise alive in a LIVE environment. Smaaash Centre has 8 cricket lanes, an F&B arena and other arcade games including a F1 simulator, FPS simulator etc. The Smaaash cricket lanes enable LIVE cricket play using the Hawk-Eye & Bola technology. Sachin Tendulkar's involvement has been very active in this concept during the initial testing as well as in designing the overall experience.
STAR, whose acquisition of ESS' sports broadcast businesses is now virtually imminent, will provide international quality cricket experience to sport buffs through the centre. Smaaash promises to bring an international quality cricket experience, where the players can face off against top cricketers like Sachin Tendulkar, Brett Lee, Anil Kumble and many others in a simulated environment.
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